首页 > 资料专栏 > 论文 > 营销论文 > 品牌管理论文 > 白银一刀钢化玻璃有限公司的营销策略研究-基于品牌建设的角度_硕士论文

白银一刀钢化玻璃有限公司的营销策略研究-基于品牌建设的角度_硕士论文

胡砍一刀
V 实名认证
内容提供者
热门搜索
资料大小:1853KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2020/8/13(发布于湖北)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
近年来,我国深加工玻璃工业发展迅速,2017 年行业营收同比增速为 17.61%,行业毛利率为 25.93%,同比上升 2.87%,市场潜力巨大。白银一刀钢化 玻璃有限公司(以下简称“一刀公司”)是西北规模最大的玻璃深加工企业,历 经二十余年,在甘肃以及西北五省取得了良好的发展。但是,由于一刀公司始终 重视产品研发而忽略了品牌建设,虽然产品性价比高,创新及产品质量管控能力 强,但是要进一步扩张市场时却面临市场认可度低、销售利润下降的问题和困境。 与此同时,西部地区的玻璃企业品牌竞争也逐渐增强,作为西部中小型企业,在 面对南玻、福耀等强势品牌企业市场竞争时完全没有优势,进一步发展面临着严 峻的挑战。因此,必须要重新审视内外部环境,强化品牌建设,改进营销策略, 提高市场竞争力,保证企业可持续发展。 本研究从品牌建设的角度入手,对一刀公司当前的营销策略进行分析,具体 为:首先在对一刀公司所处的深加工玻璃行业的内外部发展环境进行详尽分析的 基础上,得出行业宏观环境良好,西部地区发展空间大的结论;再通过波特五力 模型对一刀公司进行品牌竞争能力分析,找出围绕品牌建设的营销策略存在的问 题和原因。通过建立 SWOT-CLPV 模型,明确企业的市场环境及战略态势,为企业 制定以品牌建设为目的营销策略提供参考依据;通过 STP 理论定位为西北地区的 中高档建筑功能性玻璃市场;利用品牌建设和市场营销的相关理论,提出针对品 牌定位、品牌形象、品牌传播和品牌管理四个维度的营销组合策略建议,最后, 再从组织保障、人力保障及系统保障和激励保障四方面保证营销策略的实施。 本研究通过对一刀公司品牌建设和相应的营销策略进行系统分析和研究,旨 在推进企业不断增强品牌核心竞争力,扩大市场占有率,提升公司效益,促进可 持续高效发展。同时,也希望为西部中小型企业面对的品牌建设困境提供有益的 借鉴。 关键词:深加工玻璃;品牌建设;营销策略;一刀公司MBA 学位论文 作者:樊晓银 白银一刀钢化玻璃有限公司的营销策略研究—基于品牌建设的角度 II RESERCH ON MARKETING STRATEGY OF BAI YIN YI DAO TOUGHENED GLASS CO.LTD ----BASED ON BRAND BUILDING Abstract In recent years, the deep processing glass industry has developed rapidly. In 2017, the glass industry's revenue growth rate was 17.61%. The gross profit margin of the industry was 25.93%, up 2.87%,the market potential is great. Baiyin Yidao Tempered Glass Co.Ltd (here referred to “Yidao Company”), as the largest glass deep processing enterprise in the northwest, has occupied a certain market share in Gansu and the five northwestern provinces after more than 20 years of hard work. However, since Baiyin Yidao Company always attaches great importance to research product and neglects brand building, it has to face the reality that although it has high performance, high innovation and product quality control ability, when it will expand the market, it faces the problem of low market recognition and sales profits falling. At the same time, the brand competition in western is becoming intenser, as a medium-sized enterprise in the west, there is no advantage in facing the competition of the enterprise with brand characteristics such as CSG and Fuyao. It has several challenges to further development. Therefore, it is necessary to re-examine the internal and external environment, strengthen brand building, improve marketing strategies, to ensure the sustainable development of enterprises. This paper starts from the perspective of brand building and analyzes the current marketing strategy of Yidao Company. First of all, it based on the detailed analysis of the internal and external development environment of the deep processing glass industry in which the company is located, the conclusion is the development space in the western region has a good macro environment; through the micro-analysis of the brand competitiveness of the company in making the five-force model, to find out the problems and causes of the brand building; build the SWOT-CLPV model to clarify the market environment of the enterprise and the strategic situation, provide reference for the company to develop brand building and improve marketing strategies; target the market at the architectural functional glass in the northwest through STP theory;MBA 学位论文 作者:樊晓银 白银一刀钢化玻璃有限公司的营销策略研究—基于品牌建设的角度 III use the theory of brand building to propose brand positioning,brand image,brand communication and brand management , the corresponding marketing mix strategy recommendations. Finally, put forward the indemnification from the aspects of organizational protection, human protection, system protection and incentive protection. This research systematically analyzes the marketing strategy of Yidao Company around brand building, aiming at promoting enterprises to continuously enhance their core competitiveness, expand market share, enhance company efficiency, and promote sustainable and efficient development. At the same time, it also hopes to provide useful reference for the brand building dilemma faced by small and medium-sized enterprises in the west. Key words: Deep processing glass; Brand building; Marketing strategy; Yidao CompanyMBA 学位论文 作者:樊晓银 白银一刀钢化玻璃有限公司的营销策略研究—基于品牌建设的角度 目 录 中文摘要.............................................................................................I ABSTRACT...........................................................................................II 第一章 绪论..................................................................................... 1 1.1 研究背景与意义......................................................................................1 1.2 研究工具与方法......................................................................................3 1.3 研究内容与框架......................................................................................4 第二章 相关理论综述.......................................................................6 2.1 品牌概念和内涵......................................................................................6 2.2 品牌建设相关理论..................................................................................7 2.3 营销策略理论...........................................................................................9 第三章 一刀公司品牌建设化营销策略现状分析........................ 12 3.1 外部环境分析........................................................................................12 3.2 内部环境分析.........................................................................................19 3.3 一刀公司访谈调查分析........................................................................23 3.4 一刀公司品牌建设化营销策略存在的问题原因分析.........................26 第四章 一刀公司 SWOT-CLPV 模型分析....................................29 4.1 SWOT-CLPV 模型介绍.........................................................................29 4.2 一刀公司 SWOT-CLPV 分析............................................................... 30 4.3 一刀公司 SWOT-CLPV 分析结果........................................................32 第五章 一刀公司目标市场策略.....................................................36 5.1 市场细分.................................................................................................36 5.2 目标市场................................................................................................37 5.3 市场定位................................................................................................40 第六章 一刀公司基于品牌建设的营销策略.................................41MBA 学位论文 作者:樊晓银 白银一刀钢化玻璃有限公司的营销策略研究—基于品牌建设的角度 6.1 打造产品特色,续写品牌故事............................................................41 6.2 灵活定价策略,体现品牌定位.............................................................42 6.3 拓宽营销渠道,传播品牌形象............................................................43 6.4 采用促销组合,扩大品牌传播............................................................47 6.5 加强品牌管理,维护品牌价值............................................................50 第七章 一刀公司营销策略实施保障.............................................52 7.1 组织保障.................................................................................................52 7.2 人力保障................................................................................................53 7.3 系统保障.................................................................................................53 7.4 激励保障................................................................................................54 第八章 结论与展望.........................................................................56 8.1 主要内容和结论.....................................................................................56 8.2 存在的不足和展望................................................................................57